Dr Pepper Ten has managed to capture the male and female market with their line of 10-calorie diet soft drinks. Including 7-UP, Sunkist, and Canada Dry, the Dr Pepper Ten line took over three years of testing to get the best flavor possible. The emergence of diet sodas followed after the Bloomberg war on soft drinks three years ago.

“You can’t just take out all the sugar and replace it without rebuilding [the drink] from a flavor technology point of view,” David Thomas, VP of Dr Pepper Snapple, says.